2007-03-13

The aim was, at an explorative level, to produce knowledge about and understanding of the buying behaviour of theatre distribution agents. A case study consisting of six cases was conducted. The data collection was based mainly on interviews. Findings indicated the need for an extra function in the buying centre: a confirmer. The buying process seemed more informal than the theory indicates. The programme decision did not concern a provider of a product; it was more a choice between different plays. The provider was more to be regarded as a selection criterion. There was a sort of calculation whereby the expected loss was related to the value of the performance.